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Tag: olympics

Opening Ceremony: Epic rivalries and 2X bigger than the Super Bowl

In one of the more unique Opening Ceremonies in recent memory, London 2012 is already posting huge numbers and intrigue in the social world.

  • The Opening Ceremony was the largest event in social history – 98% larger than the 2012 Super Bowl.
  • The peak social moment was at 115A BST/815P ET.
  • Overall, Facebook and Twitter dominated Olympic sharing, but Vkontakte, Reddit, and Pinterest were all very active last night.

The size is interesting, but the Olympics is also about rivalries.  The Opening Ceremony got the Games started with some great pairings.

The first interesting match-up came between 3 British legends – the Queen herself, James Bond (here Daniel Craig), and, of course, Mr. Bean (Rowan Atkinson).  Our chart below shows that the US East Coast love went to the Queen.  But the numbers were different in the UK and on the West Coast of the US – the UK preferred James Bond and the West Coast commented more on Mr. Bean.

The next battle came with during the face-off of children’s literature between Mary Poppins and Voldemort.  In using social tallies to determine the victor, the World overall, the UK, and the US East Coast are big fans of Mary Poppins, while the West Coast was pro-Voldemort (really, guys?).

Then, there was the battle of music – the Arctic Monkeys and Paul McCartney.  The Arctic Monkeys had a 3000% social mention increase when they performed live in the UK, but we saw that the household name of Paul McCartney had more social mentions in the US than the rest of the world when he performed.

Finally, a tag cloud to put it in perspective.  Social mentions are still focused on the schedule and start times.

Don’t miss daily updates on top trending articles/content in the US, UK and around the world or write-ups of the most interesting social insights we find during the Games. All available daily on the Scorecard. Follow us on Twitter, as we live tweet and share activity during the Games, too.

United Airlines Grabs Gold, Kellogg’s Wins In Write-ups, Samsung Followers

We have a new Gold medal winner in our social brand analysis of Olympic sponsors… and it’s United Airlines!  Chobani took home the Gold for the first two days, but all those Olympics-decorated planes flying the Olympic and Paralympic athletes have clearly made an impression.

The Silver goes to McDonalds today.  In addition to promoting a trip to the closing ceremonies, their “We All Make the Games” campaign is promoting their “Favorites under 400 calories,” connecting to the healthy, get-moving message of the Olympics.  The Bronze goes to Coca-Cola.

Kellogg’s jumps into the top 5 with the most write-ups, a huge 29% increase.  This life likely connects to their new campaign on the how great athletes start their days.

Another big social move today was made by Samsung with the second day in a row of more than 5,000 new Twitter followers, coinciding with the launch of their Samsung Galaxy S3.

See here for more detail on how and what we’re tracking.

Don’t miss daily updates on top trending articles/content in the US, UK and around the world or write-ups of the most interesting social insights we find during the Games. All available daily on the Scorecard. Follow us on Twitter as we live tweet and share activity during the Games, too.

Who and What is Getting Buzz At the Most Social Olympics Ever?

It’s no secret that the media likes to make hyperbolic statements. But no one is exaggerating when they claim that the London 2012 Olympics will be the most social Olympics ever! In fact, according to Twitter, there were more Olympics related tweets yesterday than for all of the 2008 Beijing games combined. We know what you are thinking and no, this guy has nothing to do with it. It’s the guts, the games, the glory!

With all the grand talk about the level of social activity taking place for this year’s games, exactly which athletes and what sports are getting the most buzz? We’ve already told you about the brand winners, but now we’ve decided to dive into our data to figure out the most social events and competitors leading up to London 2012. Here’s what we learned:

  • Soccer, basketball and swimming are getting the most buzz right now. Not a huge shock as these are the sports with events this week.
  • In a major upset, horse jumping is beating track in social mentions! Could that be because princess Zara Phillips is competing on her home soil? Everybody loves a royal story.

So what about those playas that gonna play?

  • In a water vs. land battle, Usain Bolt is beating Michael Phelps when it comes to inspiring social activity.
  • Is Alex Morgan’s popularity due to her success during the US women’s soccer win on Wednesday? Or is it that cute pony she sports? We’re guessing a mixture of both.

We’ll be checking back in on the status of the most social Olympic trends throughout the games, so don’t miss out — RSS this blog and follow us on Twitter.

*Data is worldwide and from the past week

Hilton Grabs the Silver, McDonalds Medals on Olympic Brand Scorecard

It’s Day 2 of our social brand analysis of Olympic sponsors and things are shaking up already!

Chobani took home the first Gold yesterday and they’re staying strong. The Chobani Champions campaign  continues to have the greatest social mentions across the web as we head into Opening Ceremonies. Maybe this had something to do with their 40% rise in social mentions yesterday?

Hilton takes the Silver today, breaking into the top 5 with a 13% increase in mentions. And where Chobani stayed flat, they saw an 8% increase in media write-ups and 150+ new followers. Looks like folks do Support the Dream! McDonald’s jumps up on the podium today, too, winning today’s Bronze medal for social mentions.

Rounding out the top 5, Samsung and Visa aren’t to be overlooked. Samsung is coming in hot capturing more than 6,000 new Twitter followers yesterday. And, the public is still showing Visa a lot of love as they hold on to their place in the top 5. See here for more detail on how and what we’re tracking.

Don’t miss daily updates on top trending articles/content in the US, UK and around the world or write-ups of the most interesting social insights we find during the Games. All available daily on the Scorecard. Follow us on Twitter as we live tweet and share activity during the Games, too.

Brand Scorecard on site 7.26

US Women’s Soccer Buzzing with Abby/Alex, on Schedules, and in South Dakota

Before the Games, women’s soccer fired up the US social networks.  Since 9 of the 11 starters for the US team have Twitter accounts, we shouldn’t be surprised.

Looking at the tag cloud for yesterday’s first rounds, we see that as the bracket gets started, US social users are most interested in how to see it: the schedule, the bracket, and live streaming.  Of course, there is also the critical reference to hotties.

Then, with a 4-2 victory, it’s interesting to look at the two forwards of the team – Abby Wambach and Alex Morgan.  Before the game started Alex Morgan was the dominant term being mentioned, but when Abby Wambach scored the first goal for the US at minute 19, mentions of her fired up sharers.

And looking at geography, South Dakota and Wyoming are particularly excited for the women’s soccer to get started.

Check back here on the blog for daily Olympics updates and wrap-ups. We’ll also be live tweeting interesting stats during some of the most popular events so be sure to follow us on Twitter.

Brands getting social, Chobani gets the first Olympics brand Gold

There are many ways to measure a brand’s social impact during the Olympics, and all of them show a different story.  A new follower or fan from a user is valuable, but the easiest (and therefore most prolific) way for a user to engage with brand content is to quickly share or search on one of the more than 300 social services on the web.

Here at AddThis, we are focused on all types of sharing because when you look at shares from more than 1.3 billion people, you get a representative view of what people care about.

In order to get this wide view of social activity, AddThis is tracking the 10 sponsors of the US Olympic team on our daily Scorecard to show who is winning the race for social engagement on the open web.  We are assigning brand medal winners by a clear metric – the percent increase of mentions (shares and searches) across the 14 million sites that use the AddThis social network.  AddThis is focused on mentions because we see more than 250 million users in the US and we touch the average user 140 times.  Great scale gives the clearest view of US (and global) sentiment.

The first winner of the brand gold medal in the run-up to the Games is Chobani, which had its first TV campaigns in the US only 16 months ago.  Chobani launched their Chobani Champions product focused on kids this summer with Jenny Finch, an Olympic softball player, and a theme of “Win the day.”  Chobani not only leads with mentions but also with write-ups, showing that there is new interest in the brand coming up to the Olympics.

Although the medal is on mentions, the AddThis brand scorecard measures 3 levels of social interaction to look at the full funnel of consumer engagement:

  • Mentions – Users sharing and searching on brand content.  The ultimate measure of user engagement across the web, “mentions” is the % increase of all the shares and searches that include the name of the brand across the 300+ social services on the open web – from Pinterest and Facebook to Odnoklassniki in Russia.
  • Writeups – Content creators writing on a given brand.  “Writeups” is the % increase of the number of domains that have written a piece of content on a given brand.  Writeups is a good measure of the success of buzz and the outreach that brands have done to press and bloggers in advance of the Games, resulting in being mentioned in more articles (for sponsoring athletes for example).
  • Followers – Users becoming brand advocates.  “Followers” is the number of new Twitter followers, a publicly available measure of how successful a campaign has been in creating advocates.

Check back here on the blog for daily Olympics updates and wrap-ups. We’ll also be live tweeting interesting stats during some of the most popular events so be sure to follow us on Twitter.

Welcome to the Games of the XXX Olympiad

The 2012 London Olympics promise to be the most social Olympic event ever as ten thousand athletes from 204 nations gather to compete in over 300 events. The athletes won’t be the only ones competing, however. Dozens of brands will also compete for the attention of billions tuning in to watch the games online and on TV, and AddThis will provide insight into both competitions.

We’re creating an Olympics Daily Scorecard to give you the scoop on what will unfold in London. Even if you can’t be there in person or watch the events live, you’ll still be able to get real-time insights into the games.

Olympics Tag Cloud


Trending Content
Catch up each day on the top trending content about the Olympics across the web. Compare which stories are most popular in the United Kingdom where the Olympics are being held versus the United States and the rest of the world.

Brand Scorecard
We’ll be handing out daily medals to brands who are excelling at getting their message out. The Brand Scorecard will unveil day-to-day changes in things like social mentions, social advocates and other metrics.

Daily Wrap-ups
Each day we’ll also take a closer look at trends that emerge as the Games progress. These daily wrap-ups will use real-time data from across the AddThis network to explore the unexpected events and individual athletic performances that make the Olympics so exciting.

We wish all of the nations, athletes, and brands luck as they compete for the gold.

What Not to Wear: Olympic Edition

You didn’t think the Olympics were just about athletics, did you? Called the “Global Runway for Designers” by The Washington Post, Olympic fashion has been a hot topic leading into the opening ceremonies. From Australia’s inspired, gold-lined jackets to Spain’s unenthusiastic reaction to their new design, there’s no shortage of style commentary.

Naturally, we turned to our network to see what US Olympic Uniforms were inspiring on our network in terms of social interest here at home. This is what we found looking at social shares, mentions, searches and clicks.

In the U.S., we were hoping for more of a focus on ‘berets,’ but people are clearly more interested in the controversy related to where uniforms are made. Top content reveals research into who is paying for uniforms, how much they cost and where they’re made.

Still, it’s not all business. There has been activity around looking for photos and, well, calling the uniforms ugly. We can all see for ourselves during Opening Ceremony this Friday.

Check back once the Games have begun for our regular updates and hot trending topics.